Luxury houses keep on looking for new ways to reinvent themselves and stay attractive in a very competitive industry. Consumers are always expecting new, innovative products or campaign and major brands are very prolific in the area. 

Some even join forces to create unique collaborations, just like the “Hacker Project”, the brand new collaboration between Gucci and Balenciaga. These brands, both part of the Kering group, under the creative input of their respective artistic directors, Alessandro Michele and Demna Gvasalia, are experiencing”pirating” the iconic pieces of the two brands. 

Last April, Alessandro Michele, artistic director of Gucci, led the way by taking up the codes and logo of Balenciaga. It is now Demna’s turn to reinterpret Gucci’s cult models in the Balenciaga Resort 2022 collection. 

This collection is available in a very limited series (600 pieces in total). Its particularity ? Gucci’s double G is replaced by a double B and this unique logo that can be found on a series of handbags, caps, belts or socks.

To celebrate the collaboration, pop-ups have been launched around the world and Balenciaga’s front window stores appear to have been spray-painted with the word “Gucci.”